Public relations (PR) specialists are the connection between organizations, news media, and the public. They play a critical role in helping shape public perception, and communicating a company’s brand. Learn the essential skills you need to become an effective public relations specialist.
Public Relations Foundations with Deirdre Breakenridge
Learn a modern approach to public relations. Discover an eight-step PR process to create media exposure, sway consumer opinion, and maintain a good reputation.
1h 39m • COURSE
Public Relations Foundations: Media Training with Deirdre Breakenridge
Learn how to speak to the media. Find out what to expect with journalists and how to tailor and deliver your message to specific media channels and audiences.
1h 25m • COURSE
Marketing Communications with Deirdre Breakenridge
Learn how to research your marketing communication needs, craft a message that resonates with your audience, and figure out a marketing plan that works for your team.
1h 40m • COURSE
Crisis Communication with Laura Bergells
Prepare your organization to communicate to key audiences in the event of a crisis that impacts your business or brand.
1h 2m • COURSE
Writing a Press Release with Andrea Holland
Learn how to write press releases: formal, official announcements regarding something new or significant about you or your business.
41m 3s • COURSE
Learn Social Media Monitoring with Martin Waxman
Discover how to incorporate social listening into your organization's marketing strategy. Learn how to set up your social listening dashboard, identify issues and crisis situations, use social listening for marketplace intelligence, and more.
34m 47s • COURSE
Branding Foundations (2015) with Drew Boyd
Get a framework for branding, and learn how to develop and launch a brand and measure its success.
1h 26m • COURSE
Advanced Branding with Brad Batesole
Branding shouldn't be an afterthought. Learn how to build and maintain a more competitive company identity with these advanced branding strategies.
1h 10m • COURSE
Repairing Your Reputation with Lida Citroën
Learn how to repair your online reputation. Get a three-step process to evaluate the damage, create a plan, and respond with focus.
30m 26s • COURSE
Shane Snow on Storytelling with Shane Snow
LinkedIn Influencer Shane Snow shows how to tell stories about products, brands, and causes so that customers care.
1h 13m • COURSE
You'll learn public relations skills with these experts
Deirdre K. Breakenridge is chief executive officer at Pure Performance Communications.
A veteran in PR and marketing, Breakenridge has counseled senior-level executives at organizations including the Academy of Nutrition and Dietetics, Blue Star Veterans Network, JVC, Marketwired, the Public Relations Society of America (PRSA), and Sysomos.
Breakenridge is the author of five Financial Times books. Her most recent book, Social Media and Public Relations: Eight New Practices for the PR Professional, was published in May 2012 and available in print and all digital formats. Her other books include Putting the Public Back in Public Relations, PR 2.0: New Media, New Tools, New Audiences, The New PR Toolkit, and Cyberbranding: Brand Building in the Digital Economy.
Breakenridge is an adjunct professor at New York University (NYU) and an online instructor for the UMass at Amherst journalism department, and she speaks nationally and internationally on the topics of PR, marketing, and social media communications.
Breakenridge is a member of PRSA, and has served on the board of the New Jersey Advertising Club. She also serves on the board of the Social Network Association, and is working with the founders on the #50Shows Empowering Women movement, giving women a voice and a platform through media. TopRank Online Marketing named Breakenridge among the twenty-five women that rock social media, and Traackr recognized Breakenridge among the top engagers in 2014.
Breakenridge blogs about the changing media landscape and collaborative technology at PR Expanded, and is the cofounder of #PRStudChat, a dynamic Twitter discussion scheduled monthly for PR students, educators, and PR pros.
Laura Bergells has over 14 years of experience as a professional speaker and community builder.
Laura helps growing businesses hone their messages through public speaking, presentations, websites, blogs, and social media. She's worked extensively with business professionals to coach them in their communication skills, especially in moving beyond PowerPoint, and is often quoted in regional media as a communications and marketing expert. Her popular blog, Maniactive.com, is a must-read for those who deliver presentations to modern, media-savvy audiences. Laura is an adjunct instructor at the Seidman College of Business at Grand Valley State University and is a graduate of Michigan State University, with a BA degree in telecommunications and sociology. She earned her master's degree from Grand Valley State University. You can find her on Twitter @maniactive.
Andrea Holland is a public relations (PR) professional and a business builder.
Andrea is a mover and a shaker—as a dynamic professional, as a speaker of all things PR and personal growth, and as an international traveler. After earning a B.A. from UC Santa Barbara, she spent nearly 10 years in San Francisco and New York working for large global PR firms—Fleishman Hillard, Access Communications, and The Horn Group. At 29, she quit, traveled the world, and started her own PR consultancy—DialedPR—the first tech PR firm in Santa Barbara, California focused on agile communications. During her time abroad, she helped startups in Europe, Southeast Asia, and Africa with their PR programming, helping them tell their stories to the world.
In 2014, Andrea was one of four Americans chosen for Project Getaway, a 30-day entrepreneurship program in Bali. A classically trained singer, she enjoys singing in her a capella group called the Soundwaves, and she is currently preparing for her first TEDx talk. Feel free to reach out at www.andreaholland.com.
Martin Waxman, MCM, APR, is a digital communications strategist. He has 25+ years of PR experience.
Martin is president of a consultancy, Martin Waxman Communications, and has founded three PR agencies throughout his career. He also conducts social media training and AI research and is a LinkedIn Learning author, host of the Inside PR podcast, and past-chair of PRSA Counselors Academy.
Martin teaches social media and digital strategy at McMaster University, the Schulich School of Business, and Seneca College. He developed a certificate in Digital Strategy and Communications Management for the University of Toronto School of Continuing Studies and teaches there. You can connect with Martin on Twitter, @martinwaxman; on Instagram, @martinwaxman; or on LinkedIn.
Drew Boyd is a global leader in creativity and innovation.
Drew is the coauthor of Inside the Box. He also serves as the executive director of the Master of Science in Marketing program and associate professor of marketing and innovation at the University of Cincinnati.
Drew entered the world of academia after a highly successful business career. He spent 17 years with Johnson & Johnson in marketing, mergers and acquisitions, and international development. Before Johnson & Johnson, Drew worked with United Airlines, in sales, marketing, and strategic planning. He was one of the early pioneers of strategic partnerships between airline carriers that led to the creation of the Star Alliance.
In his courses, Drew merges the theory taught in a traditional classroom setting with more than three decades of experience, providing a real-world marketing and innovation experience. Drew's earned three prestigious teaching awards and is honored to have been a guest lecturer at Columbia University, Yale University, the Wharton School of the University of Pennsylvania, the University of Michigan, the University of Chicago, the Kellogg School of Management at Northwestern University, and Duke University.
Drew graduated from the United States Air Force Academy in 1976 with a bachelors of science in management science and operations research. He earned an MBA from the University of Chicago.
He resides in Cincinnati, Ohio, with his wife, Wendy, and son, Ryan.
Brad Batesole is an internationally recognized marketing thought leader.
Brad has led teams at top companies including LinkedIn, LegalZoom, Lynda.com, and TMZ. He's a proven entrepreneur, startup advisor, and growth marketing expert. His wildly popular instructional marketing courses are among the most watched online.
Brad has spent more than 15 years working at the crossroads of growth marketing, business development, and advertising. He was featured in Entrepreneur magazine after launching his first successful business at the age of 15. Brad honed his skills working as a growth consultant alongside brands large and small, including Warby Parker, Staples, BioLite, Dickies, and Urban Outfitters. He has also served as an advisor to multiple startups, providing marketing direction and strategic advice.
In addition to speaking at conferences nationwide, including CES and SXSW, Brad is constantly learning the latest marketing tools and technologies. Brad's passion for marketing is rivaled only by his passion for flying and whiskey—at separate times, of course.
Lida Citroën is an international branding specialist who designs identities and teaches personal branding.
Lida is the principal of LIDA360, based in Denver, and an accomplished speaker and writer, often featured in the media, including MSNBC, Entrepreneur, U.S. News & World Report, Fortune, Forbes.com, Harvard Business Review, and CBS MoneyWatch. She is also the author of two books: Your Next Mission: A Personal Branding Guide for the Military-to-Civilian Transition, which offers personal branding, career, and professional tools and guidance to transitioning military veterans, and Reputation 360: Creating Power through Personal Branding, a best-selling guide to gaining competitive advantage through reputation management.
Lida spends her free time helping veterans transition from military to civilian careers. She writes for Military.com, is a volunteer for Employer Support of the Guard and Reserve (ESGR), speaks at national events on veteran hiring, and since 2010 has worked with the Wall Street Warfighters Foundation. She also conducts workshops, training seminars, and webinars to enlighten transitioning veterans about the challenges, opportunities, and advantages to be gained in the civilian sector.
Shane Snow is a journalist and cofounder of Contently.
Contently is the leading content marketing software platform and network of freelance journalists for hire. His writing has appeared in Wired, Fast Company, The New Yorker, and Time. Shane lives in New York City and is the author of Smartcuts: The Breakthrough Power of Lateral Thinking. Check out shanesnow.com for more.